Below is a detailed hot spot tour of the main points to Optus Hub’s highly successful landing page.

Research Tested Headline

The headline that out-performed was one that clearly described the product on offer at the same time highlighting the larger business grade mobile plans. Even though the headline was short, it captured the target audience and their needs for a “large, robust business package”.

One of the simplest and easiest ideas to implement is a strong call-to-action. It was important to have consistency in the call-to-action buttons and promote the value of being able to talk to a consultant.

We discovered most users that required a new mobile plan were also after some of the latest mobile phones and devices on offer. It was important to have a non-stock, distraction-free image that continued to communicate the value proposition. The devices were just as important as the mobile plan itself.

Research showed most business customers purchased 3+ mobile plans. By referencing a 30% saving for those clients, the page becomes more targeted, conveys the value in discount those customers expect and leaves the user with the impression that they are in the right place.

Above all else, pricing is what customers wanted to see. By using pricing as a call-to-action, we leveraged their curiosity while still requiring a lead form to be filled out prior to receiving any pricing. (Further discussed in the pricing sections of this guided tour). The two call-to-actions are directly underneath a piece of content that is enough to satisfy some users to make an enquiry.

It’s no secret in the telco industry that speaking to someone overseas can be a little frustrating. A headline and corresponding content that highlights Optus Hub’s new Local Australian business consultants and support deals directly with the business owners frustration.

Stories sell and it’s no different in the telco industry. Using what other customers had experienced as “newspaper” headlines, further generates interest and reinforces the value proposition of the local & expert support.

Besides product range and price the main value proposition offered was the expert knowledge of the local consultants & techs. It was important to factually explain exactly what a customer receives when they choose Optus Hub. Abstract is always a conversion killer.

The no.1 goal of the page was to encourage users to fill out a “dynamic pricing form.” Knowing most customers wanted instant pricing we leveraged their curiosity by first asking a series of simple questions relevant to the client.

By asking the user to first engage with the form we drastically reduced the customers’ aversion to finally filling out their contact details and ultimately have a consultant contact them.

We used large buttons and slider based sections to make an intuitive form anyone can use. There is no point spending all our time on headlines, and design only to fail at the most crucial step in the customers’ journey.